CAREERS MEDIA: Training to take on major prominence at BBDO Asia-Pacific

<p>With a new regional managing director at its helm, BBDO </p><p>Asia-Pacific is gunning for the top by "building up the highest calibre </p><p>of professionals in line with revenue growth". </p><p><BR><BR> </p><p>Mr Peter Wilken, previously head of Leo Burnett Malaysia and now charged </p><p>with leading the region for BBDO, said the intention was to "build </p><p>sensibly - in line with revenue, not ahead of it". </p><p><BR><BR> </p><p>The agency had launched a bold initiative in 1998 with the creation of </p><p>'The Hub' as a boutique of top-flight professionals brought in primarily </p><p>on a project and needs basis, only to shut it down a year later. </p><p><BR><BR> </p><p>Now, Mr Wilken said, expansion is back on the cards, but resources will </p><p>be invested in key strategic partnerships determined by the needs of its </p><p>client base. </p><p><BR><BR> </p><p>"The network will be sensibly expanded and built around client needs, </p><p>rather than simply for the sake of putting dots on maps," he told </p><p>MEDIA. </p><p><BR><BR> </p><p>"In other words, (expansion) will be needs versus </p><p>opportunity-driven ... We need to be sure we are fighting at the right </p><p>weight." </p><p><BR><BR> </p><p>BBDO will focus on strengthening its capabilities in key hubs such as </p><p>Singapore, which is headed by Mr Arto Hampartsoumian. </p><p><BR><BR> </p><p>But before any grand plans are put into motion, the network intends to </p><p>concentrate on training its staff. </p><p><BR><BR> </p><p>"Training, especially in North Asia, is absolutely key," said Mr </p><p>Wilken. </p><p><BR><BR> </p><p>"As an industry, we pay lip service to training, and then wonder why </p><p>management consultants earn three to four times what we do - but look at </p><p>what they invest in training as a proportion to their revenue. </p><p><BR><BR> </p><p>"It's at least 10 to 12 times more than what (the advertising industry) </p><p>does." </p><p><BR><BR> </p><p>The end result is this: with other industries, such as management </p><p>consultancy, offering better training and higher pay, the ad industry is </p><p>seeing the already shallow talent pool evaporating at a rate of </p><p>knots. </p><p><BR><BR> </p><p>"We are at severe risk of losing our attractiveness as a career prospect </p><p>- what happened with the dotcoms was a rude wake-up call," Mr Wilken </p><p>said. </p><p><BR><BR> </p><p>"Savvy young people in Asia have much more alluring career options than </p><p>advertising to consider." </p><p><BR><BR> </p><p>The region's first 'BBDO University' started in Bangkok, and focused </p><p>primarily on brand management. </p><p><BR><BR> </p><p>The curriculum is modularised, with case studies brought in and </p><p>presented by the network's key people from around the world. </p><p><BR><BR> </p><p>The schedule of programmes will cover everything from basic </p><p>communication strategies upwards. </p><p><BR><BR> </p><p>"(Starting from the basics) is absolutely fundamental to success in our </p><p>business; these are areas which too many agencies usually sweep under </p><p>the carpet," said Mr Wilken. </p><p><BR><BR> </p><p>It will be left to each of BBDO's country heads to tailor individual </p><p>programmes for their staff, with two regional training events scheduled </p><p>to take place annually. </p><p><BR><BR> </p><p>"A significant proportion of our revenue will be ploughed back into </p><p>improving our skill and knowledge bases," he said. </p><p><BR><BR> </p><p>BBDO's credo is simple: "The work, the work, the work", and Mr Wilken </p><p>said that with this in place, there was "no need to do any more </p><p>visioning". </p><p><BR><BR> </p><p>"Now we need to focus on how we can deliver that promise. (Former </p><p>regional head) Chris Jaques had excellent taste in creatives - we now </p><p>have terrific, high profile creative talent of world class in place," he </p><p>said. </p><p><BR><BR> </p><p>"... It is easy for vision statements to be meaningless mush. If, under </p><p>my remit, we become the best executors of the BBDO credo, that's </p><p>great ... </p><p><BR><BR> </p><p>"The proof will be in the eating; everyone spouts words, but the </p><p>rallying cry for BBDO will have to be 'deeds, not words'." </p><p><BR><BR> </p>